Future Is Upbeat for Digital Music Services in Canada - eMarketer
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Future Is Upbeat for Digital Music Services in Canada

Men, younger consumers most likely to listen to digital music

April 9, 2014 | Media & Entertainment

Digital music services have gained significant traction in recent years in Canada, according to research from Media Technology Monitor (MTM). A fall 2013 survey of English-speaking adults in the country found that 22% had listened to digital music in the past month, up from 11% a year earlier.

Devices Used to Listen to Music Among Internet Users in Canada, Jan 2014 (% of respondents)

While uptake may be strong, old habits die hard: A January survey by The NPD Group found that the car stereo was still the No. 1 source of music listening for internet users in Canada. But digital music players and smartphones were in use among at least one-third of respondents.

MTM found that, at least among English speakers, men were significantly more likely to listen to digital music than women, with a 5-percentage-point disparity. Meanwhile, adults ages 18 to 34 put their older counterparts to shame in the same department.

Demographic Profile of Personalized Digital Music* Listeners in Canada, Fall 2013 (% of respondents in each group)

Research from PricewaterhouseCoopers suggests consumers in Canada may be open to paying for their digital tunes as well. A majority of internet users surveyed in August 2013 said that within the category of “books, music, movies, video games,” they most preferred making purchases digitally, rather than in-store. While that could translate to a number of activities, from buying ebooks to purchasing streaming video, it puts music firmly among the types of media products web users in the country are used to consuming via the web.


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